Summer Marketing Guide 2024

Summer Marketing Guide 2024

Introduction

This marketing guide will provide you with strategies and tactics you can use for your summer marketing. It’s important to plan your summer marketing activity so you can fully execute on that marketing plan over the summer.

Parents are increasingly aware of their children's educational needs and prospects, highlighting the importance of being present and visible within your communities. Summer presents numerous opportunities to position Tutor Doctor as a leading source of academic support. By being the educational leader and go-to resource in your community, you can inform parents and families about the significance of preventing summer learning loss.

Your Summer Offer

It's important to think about your summer learning offer - it needs to be a strong offer that will cut through the noise and grab parents' attention. Once you've decided on your offers, then plan out your marketing tactics accordingly.

To learn more about how to create an engaging summer promotion, check out this segment with Kimberly Selchan and Nick Clement from our Summer Planning Series (Skip to 19:52):



Once you've decided on your summer offers, you can build your custom flyer for your 2024 summer promotions using this template. You can print and distribute this flyer to your communities or share it via email.

Keys to a successful summer promotion flyer:
  1. Information about the effects of learning loss and why summer learning is important
  2. Different packages of hours
  3. Deals for free hours as an incentive
  4. A deadline for the offer

Email Marketing & Re-enrollment Campaign

You can download a couple of email templates from the Resource Library. Use these to promote your summer learning programs to your current clients, leads and database! Click below to review all of our resources on email marketing:

You can also use Skippio to develop a text messaging campaign and schedule automated follow-ups.

Now is a great time to run the re-enrollment email campaign - it's a low-cost, time-sensitive sales promotion that targets your current and past customers and prospects. 
Franchisees have enjoyed an extra $20,000 - $45,000 in enrollments from this promotion.
IDEA: Consider using text messages / WhatsApp to reach out to current and past clients to promote your re-enrollment campaign!

Summer Campaigns for Local Engagement

Can’t Stop, Won’t Stop: Summer Tutoring

Objective: Engage both currently active and dormant students in summer tutoring sessions to achieve two main goals:
  1. Increase the average delivered tutoring hours per active tutor by 15% compared to last year.
  2. Decrease the risk of issuing refunds by maintaining continuous tutoring engagement over the summer.
Target Audience: Parents of both active and dormant students.

Campaign Structure:
  1. Start with BANG Session Report Announcements to catch the interest of parents.
  2. Follow up with a targeted Email DRIP campaign to maintain engagement and provide more details.
  3. Make direct calls to parents of dormant students to re-engage them.
Measurement: Success will be measured by comparing the average hours delivered per tutor this summer against last summer's average.

ACT/SAT/AP Test Prep Push

This initiative aims to solidify our presence within the local educational community through a strategic partnership with the local high school debate team, positioning us as their official tutoring partner. Additionally, our continued engagement with high school guidance counsellors aims to ensure our tutoring services are their first recommendation.
Objective: To achieve an increase in enrollment for ACT/SAT and AP test prep courses compared to last year.

Target Audience: Members of the debate team and their parents, who are highly likely to be seeking standardized test preparation services.

Campaign Structure:
  1. Offer a Free ACT Practice Test to attract interest and engage potential students.
  2. Provide a Score Report Consultation to discuss results and personalized test prep strategies.
  3. Implement a Revenue Sharing Model, contributing a portion of our earnings as a donation to the debate team. This approach addresses budget shortfalls at the school district level and solidifies our partnership.
Cost of Marketing: 5.6%

K-6 Virtual Summer Reading Program

Offer a virtual reading program designed for students in grades K-6. The program, tailored to each student's unique needs as identified through the LGL assessment, combines 1:1 tutoring with customized content to improve reading skills.
Objective: To enroll at least 20 students, creating a targeted, educational program that can be reused in future to help struggling readers improve.

Target Audience: Parents of K-6 students who are struggling with reading and are in search of a comprehensive, educational program to engage their children during the summer.

Campaign Structure:
  1. Initial LGL Assessment: To identify the student’s specific reading challenges and strengths.
  2. Custom Program Development: Utilizing ChatGPT to generate grade-appropriate reading content tailored to the student’s interests and needs.
  3. 1:1 Tutoring: Personalized to address identified reading challenges.
  4. Final LGL Assessment: Provided at different points in the program to measure the student's improvement and share progress with parents.
Marketing Cost: The marketing budget is designed to be cost-effective, with expenses expected to be below 10% of the revenue generated from enrolled students. The exact cost will vary depending on the number of students enrolled.

Summer Inflation Buster Promo

Current clients are offered the opportunity to lock in their current hourly rates for re-enrollment in the new school year if they commit to 15 or more hours in either July or August. 
Goal - To boost cash flow during traditionally slower months, ensuring a steady stream of engagement. 
Target - Parents who are already satisfied with our services and are either planning to renew or are considering renewal for the new school year.
Structure - Can be set up using BANG Session Report Reminder or an Email DRIP Campaign.


Prize Draws & Contests

Running simple prize draws or contests on your Facebook Page over the summer is a fantastic way to keep your community engaged with you and the brand! Here are some ideas:
  1. Academic Success Formula E-Book Giveaway >>
  2. Tutoring Hours Giveaway (families can use this when it’s time for Back to School)
  3. Amazon Voucher Giveaway
  4. Set up a story writing contest for students
  5. Run a simple reading challenge (a recommended summer reading list for students will be added to the corporate Tutor Doctor websites that you can use as a resource for this)

Summer Reading Challenge 

The Summer Reading Challenge is a way for you to engage with your community and customers over the summer. It’s a simple local challenge – students read some of the books from a recommended reading list (or whichever books they like) and fill in a worksheet to show they have read the books. You can run this challenge in many different ways, but one of the simplest is to run a prize draw. All students who send in their worksheets to you after reading books can be entered into a prize draw.


Spot the Tutor Doctor Car

The Spot the Tutor Doctor Car contest is a fantastic community marketing activity for increasing online engagement and for building your brand awareness. Use this campaign to introduce the Tutor Doctor brand to people in your community who may not know about you, and increase the touch points people have with your business. As we expect more people to be out and about, this summer is a great opportunity to run the campaign.

Summer 2024 Planning Tool

Use this tool to strategize your summer marketing and campaign efforts for 2024. Work with a coach to tailor a summer marketing plan that aligns with your goals, using this comprehensive tool as your guide. In order to get coach support, please submit a coach request form HERE.

Additional Resources

Below we've listed out some marketing and promotional creatives that you can use as part of your summer marketing!
  1. Summer Reading Challenge >>
  2. Summer Learning Creatives 2024 >>



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